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• W1909026967 abstract "The rise of online networks as a means of communicating and organizing has received increasing attention in political science, psychology, sociology, and communications research. Less attention has been given to the differences between these new media and traditional forms of political participation. This paper examines the use of social network sites like Facebook and MySpace in the 2008 election, with particular interest in usage by Democrats and Republicans. Specifically, we test the hypothesis that Democrats are more likely to be active through virtual networks, whereas Republican activists are more likely to be active and organize through traditional community-based organizations. Our expectation is predicated on the premises that 1) Democrats and Republicans differ in both their strategic choices and their supporter base, that 2) Democrats were more excited about the candidates than were Republicans, and 3) the Obama campaign and Democrats have used social networks to target young voters, who are more likely to use social networks. Theoretically, our paper is grounded in one, the Information Science literature on diffusion of innovation, which indicates that the attributes of a technology interact with both the competitive environment and the characteristics of organizations in explaining adoption and implementation decisions; and two, the behavior literature on civic engagement. Using a PEW survey for the 2008 election cycle, we compare social network usage with traditional forms of participation, controlling for demographic attributes. Such differences in party organizations’ use of new media for communicating and organizing have potential consequences for electoral competition between the two parties. For example, since civic engagement in traditional community organizations correlates with income, education, and residential stability, Republican activists may have an organizational advantage at the grassroots level that is offset by online organization in virtual communities by younger, Democratic activists." @default.
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• W1909026967 date "2010-01-01" @default.
• W1909026967 modified "2023-09-23" @default.
• W1909026967 title "Political Use of Social Networks in 2008" @default.
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• W1909026967 doi "https://doi.org/10.2139/ssrn.1669535" @default.
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